As part of its first-ever sponsorship of the Grammy Awards Gap transformed the traditional green room—where artists prepare to take the stage—into the (Red) Room. During Sunday’s event Grammy performers and presenters could check out Gap’s (Red) line and learn more about (Product) Red the global initiative that’s donating a percentage of sales of (Red)-branded products to The Global Fund to fight AIDS. (In addition to Gap American Express Motorola and several other brands are part of the campaign.)

Julie Alonso senior director-partnerships for Gap told Buzz the company is banking on musicians to maintain buzz for the retailer’s (Red) product line. “We know that artists… are a strong group whose voices are heard when they rally around a cause.”